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Limited marketing function involvement

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Question

1. What risks could there be for firms that tend to operate their new product process with limited marketing function involvement? They basically don't consider marketing.

2. Why is product development a cross-functional activity-involving finance, engineering, manufacturing, and other functional areas-within an organization?

3. Do you believe it's possible for marketing to reconcile the desires of consumers looking for the "next big thing" with those of consumers who like their product or service how it is?

Reference no: EM133280003

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